One of the UK's leading MDF profile suppliers
Client
The Skirting Board Shop
Sector
Building Supplies
Platform
Magento 2
Project Time
3 Months
51%
Increase in Conversion Rate
A complete Hyvä rebuild and ongoing CRO work transformed the site from an underperformer into a genuine sales engine.
670%
Increase in New Visitors
Speed improvements, better indexability, and a cleaner site structure dramatically improved organic visibility and brought significantly more traffic to the site.
5%
Reduction in Bounce Rate
A faster, more intuitive experience meant fewer visitors leaving without engaging.
Paying More, Getting Less, and Locked In
The Skirting Board Shop is one of the UK’s leading MDF profile suppliers, serving customers across mainland UK with a wide range of skirtings, architraves, and related products. The business had a strong market position and a loyal customer base. But the website was holding it back.
Their previous agency had become increasingly expensive and increasingly slow to respond. Development costs were climbing while the output was declining. Sales had dropped. And to make matters worse, the agency had built a number of custom modules that only they could update, creating a dependency that made it almost impossible to walk away without losing critical site functionality.
It’s one of the most frustrating traps in ecommerce. You know the relationship isn’t working. You can see the impact on your numbers. But the more your agency builds, the harder it becomes to leave. Every custom module, every bespoke integration, every piece of proprietary code ties you a little tighter to a partner who isn’t delivering.
The Skirting Board Shop knew something had to change. They needed a new partner, a new platform, and a clean break from the dependency that was costing them sales.
A Clean Break in Two Months.
We didn’t try to patch what was there. The bloated Magento 2 theme, the agency-dependent custom modules, the sluggish performance: none of it was worth saving. We recommended a full Hyvä rebuild: a clean, fast, modern frontend that would give The Skirting Board Shop complete ownership of their platform and eliminate the dependency on their previous agency entirely.
The build took two months. The existing backend data and integrations were preserved, but everything the customer sees and interacts with was rebuilt from scratch: designed for speed, usability, and conversion.
The impact was immediate. A faster, cleaner, properly structured site meant search engines could crawl and index it effectively for the first time. Combined with the performance gains from Hyvä, organic visibility improved dramatically, driving a 670% increase in new visitors to the site.
A Clean Break and a Year of Compounding Gains.
The Skirting Board Shop’s previous agency had built custom modules that only they could maintain, creating a dependency that made it nearly impossible to walk away. We recommended a full Hyvä rebuild that would eliminate that dependency entirely, and delivered it in two months. The existing backend data and integrations were preserved, but everything the customer sees and interacts with was rebuilt from scratch for speed, usability, and conversion.
The impact was immediate. A faster, properly structured site meant search engines could crawl and index it effectively for the first time, driving a 670% increase in new visitors. We built a product calculator directly into the product pages to help customers determine the right quantity, redesigned the product listing and detail pages for clarity and simplicity, and added intelligent cart upsells that surface complementary products at exactly the right moment.
Over a year of retained CRO, every improvement has been rooted in how customers actually shop for these products, compounding initial gains into sustained, measurable growth while giving the team complete independence from their previous agency.
Designed for How Customers Actually Buy
Buying skirting boards and MDF profiles online isn’t like buying a t-shirt. Customers need to calculate quantities, choose the right dimensions, and often buy complementary products like underlay or adhesive in the same session. The old site wasn’t built with that journey in mind. The new one was.
Simplified Product Calculator
Working out how much skirting board you need for a room shouldn’t require a spreadsheet. We built an easy-to-use calculator directly into the product pages, helping customers quickly determine the right quantity based on their requirements. It removes the guesswork, builds confidence in the purchase, and reduces the chance of customers abandoning because they’re unsure how much to order. For a product where getting the quantity wrong means either waste or a second order, this was one of the highest-impact UX improvements on the site.
Redesigned Product Listing and Detail Pages
The product listing pages and product detail pages were both redesigned during the retained CRO engagement. The goal was clarity and simplicity, making it easier for customers to browse the range, compare options, and get to the right product without unnecessary clicks or distractions. Cleaner layouts, better visual hierarchy, and improved product information all contributed to a smoother path to purchase.
Cart Upsells to Increase Order Value
When someone’s buying skirting boards, they’ll almost certainly need adhesive, underlay, or finishing accessories to complete the job. We added intelligent upsell prompts in the cart, surfacing relevant complementary products at exactly the right moment, after the customer has committed to their main purchase but before they check out. It’s a natural, helpful addition to the journey rather than a hard sell, and it’s been a direct driver of increased average order value.
What did this mean for The Skirting Board Shop?
In two months, The Skirting Board Shop went from a bloated, agency-dependent Magento store with declining sales to a fast, modern Hyvä-powered site that they own and control. A year of retained CRO work has compounded those gains, turning initial improvements into sustained, measurable growth.
1
Freedom from Agency Lock-In
No more proprietary modules. No more dependency. No more paying over the odds for slow, underwhelming work. The Skirting Board Shop now owns their platform completely and chooses how, when, and with whom they invest in improvements.
2
Dramatically Improved Visibility and Traffic
A 670% increase in new visitors wasn’t driven by paid spend. It was the result of a faster, properly structured site that search engines could finally crawl, index, and rank. Speed and technical health drove organic growth.
3
A Conversion-Focused Experience That Keeps Improving
A 51% increase in conversion rate came from getting the fundamentals right: then refining them. From the product calculator that builds buyer confidence, to the cart upsells that increase order value, every improvement is rooted in how customers actually shop for these products.
